bridging the generations among farmers, ranchers & associations (6 15 11)
DESCRIPTION
Results of a generational survey completed by 725 farmers/ranchers and 114 association volunteers/staffTRANSCRIPT
Bridging the Generations: [From Minnie Pearl & Pearl Harbor
To Wiki & Wii]
June 15, 2011
Steve Drake
• Organizational success increasingly dependent on ability of employees and managers to deal with generational differences
Generational Challenges
Four Generations as: • Members/Customers/Prospects
• Colleagues
• Employees
Today’s Agenda
Defining the GenerationsGenerations as EmployeesGenerations as ConsumersGenerations and Media
“Stopping Points” after each section
Two surveys this spring:• 724 farmers & ranchers• 115 association staff/volunteers
Will share most results at end
Surveys
17.4%
59.6%
12.5%
10.5%
1945 or earlier 1946-1964 1965-1977 1978 or later
8.9%
42.9%
31.3%
17.0%
1945 or earlier 1946-1964 1965-1977 1978 or later
AssociationsFarmers & Ranchers
• 3/4ths of farmers are 47 or older • About half of associations are 47 or older
Birth Years in Surveys
Generations: You & the U.S.
Matures Boomers Gen X Gen Y0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
10%
44%
34%
12%
17%
60%
13%11%
9%
43%
31%
17%
US Population Farmers Assns
Disclosures
Yes, these are generalizations
Yes, there are exceptions
What follows is a compilation of research and literature from multiple sources
Plagiarism vs research
Generational Background
BabyBoome
rs77
million
Generation Y
76+ million
Generation X
50 million
Matures
24 million
Before 1946
1946-1964
1965 – 1977
1978 - 1995
Birth Years:
Generational Divides(Statistical Years)
Generational Divides(Shared Experiences)
Generation Born: Age in 2011:
Core Influence
Silents Mid-1920s to early 1940s
70-90 Depression, WWII
Boomers Early 1940s to early 1960s
50-70 Man-on-Moon, Vietnam
Xers Early 1960s to early 1980s
30-50 Latch key, Iran hostage
Millennials Early 1980s to early 2000s
0 - 30 9/11, Web 2.0, terrorism
Generational Words• 1970s: Long hair
• Today: Longing for hair
• 1970s: Long hair• Today: Longing for hair
• 1970s: Screw the system• Today: Upgrade the system
• 1970s: Acid rock• Today: Acid reflux
• 1970s: Rolling Stones• Today: Kidney Stones
• 1970s: KEG• Today: EKG
• 1970s: Going to a new, hip joint• Today: Receiving a new hip joint
• 1970s: Whatever• Today: Depends
Words of a Generation
Stand at Your Corner
Pearl HarborDepression1st Radio
GenerationImpactsHow You
Communicate
Kennedy Assassination Armstrong Moon Walk 1st TV set
Fall of Berlin WallAIDS1st PC
Monica/Gulf War I9/111st Email Address
0
5
10
15
20
25
30
35
40
Nu
mb
er
Elig
ible
(m
illio
ns
)
Year
Boomer Peak
Boomer retirement will lead to an “all
out war for talent.”
Ready to Retire
Characteristics, Perspectives, Attitudes and Beliefs
Matures:DepressionBuildersSavers
GenerationImpactsHow You
Live
Boomers:Post WWIISpendersLive to Work
Xs:Latch-keyDivorceDownsizedIndependent
Ys:Digital revolutionInstantly connectedShort attention spanWork to Live
Generational Overview
Boomers:Work is a PLACE
Ys:Work whenever & wherever
Cultural Differences:Work-Life balanceFlextime
Generational Divide
Work
LifeFamily
Work Life
Family
#1 Issue between Generations
70% of American workers say they don’t have proper work-life balance … and blame companies for the problem.
Work-Life Balance
Generation Y90% say they are “very
close” to their parents.
44% of teens consider
parents as role models.
Quality and quantity time.
Raising a family is very
important – 75%.
Baby BoomersMore than 40% in 1974
said they would be better
off without their parents.
Quality time.
Raising a family is very
important – 59%.
Family-Parenting
Generation Y Loyalty(in order of importance to them)
1. Families2. Friends
3. Communities
4. Co-workers
5. Themselves
6. Their company
• More than 60% of students volunteer at least monthly
• More than 80% of college freshmen volunteered as high school seniors
• Focus: environment, poverty and community problems
• Top reasons for volunteering: • “feel I am helping others” • “good skills for the future”• “makes me feel proud”
Volunteering is Important
1. Who is Gen Y?2. How big is it?3. What “turns their crank?”4. How do they define success?
Stop & Review
Generations as Employees
10%
44%
34%
12%
0%
20%
40%
60%
80%
100%
Matures Boomers Gen X Gen Y
60% of employers report some “generational tension.”
Generations in Workforce
Silents
Assets• Stable• Details• Loyal• Hard working
Liabilities• Inept with change• Reluctant to buck system• Uncomfortable with
conflict• Reticent when disagree
Boomers
Assets• Driven• Service oriented• Want to please• Good at relations• Good team players• Invented 60-hour week
Liabilities• Not budget minded• Reluctant to oppose peers• Judgmental• Uncomfortable with
conflict
Xers
Assets• Adaptable• Technoliterate• Independent• Unintimidated by
authority
Liabilities• Impatient• Poor people skills• Cynical
Millennials
Assets• Collective action• Optimism• Tenacity• Heroic spirit• Multitaskers• Techno savvy
Liabilities• Need for supervision &
structure• Inexperience, particularly
with handling difficult people issues
• Most try to motivate based on what motivates us. Mistake!
• Ask them what motivates them … could be as simple as getting off 30 minutes early on Fridays.
• Get copy of DRiVE by Daniel Pink.
Motivating
• Gen Y workers want a job that lets them exercise personal values and beliefs.
• 62% want to work for companies that give them a chance to use their skills to help a nonprofit.
Causes Click
On Boomers:• Worried about retirement; Starting to slow down• Hard workers: Do whatever it takes to get job done• Goal oriented with good work ethics; Relationships
On Gen X-ers:• Family first/Job is a means/Transient/Job hoppers• Self absorbed/Money/Title/Caught in middle• Good workers/Need motivation & constant attention
On Gen Y-ers:• Feel entitled/Poor work/Lazy/Slackers• Need instantaneous recognition/Not loyal• Dependent on technology/Return text but not call
Boomer Views
On Boomers:• Resistant to change/Doers not Delegators• Didn’t plan for retirement and probably won’t retire• Work comes first/Hard working, dedicated
On Gen X-ers:• Job hoppers/Loyal to self/Opportunistic• Family as important as work/Willing to risk• Able to bridge gap between Boomers & Y-ers
On Gen Y-ers:• “Entitled”/Selfish/Impatient/Arrogant• Want to be involved in decision making• Tech savvy/Prefer electronic devices
Gen X Views
On Boomers:• Not tech savvy• Relaxed/Easy to work with/Not fully engaged• Hard working
On Gen X-ers:• Carefree/Laid back• Cynical/“Me” generation• Skeptical especially about Gen Y’s abilities/habits
On Gen Y-ers:• Technologically sophisticated• Looking for outreach/Too eager to change world• Open minded/Willing to adopt new practices/ideas
Gen Y Views
Successful Ways to Recruit/Engage New Members
Under 35
Top 3 Comments from Association Survey:21.5% = Social media (Facebook, Twitter, LinkedIn)12.1% = Nothing 8.1% = Social events, activities, networking
1. What Generations are in the work place?2. How do we learn to work together?3. What “turns their crank” about work?4. How do we recruit, motivate & retain staff
from differing generations?
Stop & Review
Discussion at seats:(Pair with someone of different colored card / generation)
What does this mean to you in your work? In your association?
Conversation
Generations as Consumers & Media Users
Gen Y’s Use of Time
0%5%
10%15%20%25%30%35%40%45%50%
Voluntee
r
Faith
-bas
ed
Civic E
vent
Politic
al Ev
ent
Social
Club
Trade
/ Pro
f Grou
p
Young Adults65% Say Internet Main News Source
* Up from 34% in 2007
• Blogs• Google News Alerts• Facebook• YouTube• LinkedIn• Twitter• Flickr• SlideShare• Delicious
Social Media Tools
How do you have the time?
We’ve switched from “boob tube” to social media.
Mobile Mania
Cell Phone Users
billionComputer Users
billion
Survey ResultsTo e-survey
Farmers: N=724Associations: N=115
Interesting ObservationsComparing farmers/ranchers and associations:
1. To communicate important info, association folks less likely to use the phone
2. When hiring, farmers tell friends while association folks use other tools
3. About half of both groups text daily but neither really wants texts from association
4. About three-fourths never or only occasionally visit their association’s website
Do you subscribe to …
0.0%5.0%
10.0%15.0%20.0%25.0%30.0%
12.7%
24.4% 24.1%17.9%
20.8%
Daily N
ewsp
aper
(print v
ersion)
Farm
Newsp
aper
(print v
ersion)
A Monthly
or Wee
kly M
agazi
ne (prin
t vers
ion)
Farm
Mag
azine (
print v
ersion)
Online N
ewsp
aper
or New
s Web
site
Other Onlin
e New
s or O
nline I
nformati
on Link
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Farmers & Ranchers
Association Staff & Volunteers
PRIMARY source of General News
Association Staff & Volunteers
Notes: • No one media ranks more than 18%• 1/4th of farmers & 1/3rd of associations
cite “new media” as primary source
Farmers & Ranchers
PRIMARY work-related communications source
Phone
InPerson
Farmers & Ranchers
Phone
In PersonEmail
Phone
Association Staff & Volunteers
LinkedIn (17%)
Hiring Search Tools
WantAd (10%) On Line
(23%)
Friends
Ad
Friends
Ad
CraigslistOnline
Farmers & RanchersAssociation Staff & Volunteers
No(39%)
Have you ever visited Craigslist?
Yes(61%)
Farmers & Ranchers Association Staff & Volunteers
No(18%)
Yes(82%)
How often do you visit YouTube?
Less than monthly (37%)
Weekly (16%)
Farmers & Ranchers Association Staff & Volunteers
What's YouTube? Less than monthly MonthlyWeekly Daily
Less thanMonthly
Monthly
Weekly ?
What's YouTube? Less than monthly MonthlyWeekly Daily
Monthly
WeeklyLess thanMonthly
How often do you use Twitter?
What's Twitter? Never Several times a monthSeveral times a week Several times a day
Never(76%)
?
Farmers & RanchersAssociation Staff & Volunteers
What's Twitter? Never Several times a monthSeveral times a week Several times a day
Never(50%)
Tell us about Facebook.
Farmers & RanchersAssociation Staff & Volunteers
Don’t Use (47%)
Active (24%)
Active (62%)
Don’t Use (14%)
Facebook at Work Don’tParticipate (42%)Farmers & Ranchers Association Staff
& Volunteers
Don’t Use (47%)Never
(73%)
Never (39%)
Daily (17%)
Tell us about LinkedIn.
Farmers & RanchersAssociation Staff & Volunteers
B2B Networking (77%)
A Mystery (62%)
Frequency of Texting
Farmers & RanchersAssociation Staff & Volunteers
Daily(46%)
Never(24%)
Daily(55%)
Want Texts from Association
Farmers & RanchersAssociation Staff & Volunteers
Maybe(39%)
Yes(13%)
Definitely No
(48%)
Defi-nitely No
(49%)
Yes(14%)
Maybe(37%)
Use of Association’s website
Farmers & RanchersAssociation Staff & Volunteers
Several Times a Month (25%)
Occasion-ally
(63%)
Never (13%)
Several Times a Month (23%)
Never (6%)
Occasionally (71%)
Association Folks Only
0 10 20 30 40 50 60
51.02
Average hours per week spent on work or work-related activities
Tecker’s 3 Words
1. Knowledge2. Nimble3. Trust
Coerver’s 3 Words
1. Time pressures2. Nimble3. Mobile
Notter’s 3 Words
1. Leadership models2. Knowledge3. Conversations
Much of this information provided by NCTA from research conducted by Market Directions Inc.Gen Y Information Sources:1) Market Directions … www.marketdirections.com2) NCTA/Drake & Company … www.drakeco.com3) Generation WHY … www.generationwhy.com4) Beloit College … www.beloit.edu (Mindset List)5) NAS Insights … Recruiting & Managing the Generations6) Y-Sizing Your Business: Jason Ryan Dorsey7) Generational Diversity: Jamie Notter
Acknowledgement / Sources
Steve DrakePresident, Owner16020 Swingley Ridge Road Suite 300Chesterfield, MO 63017(636) 449-5050
CONTACT INFORMATION
[email protected]@stevedrake@causeaholic